[jsiminoff]

Good question.

We had already been doing a lot of direct business before we changed the name to Ring (we were formally Doorbot).

I basically made the assumption that if Ring.com increased our direct sales by X%, how many years would it pay back. It turned out that even at a very high price for the domain it did not have to increase sales by a lot (single digit) in order to pay itself off over just a few years.

We launched Ring.com in October and so far it appears that the benefits are happening however it will never be something that we can 100% be sure of.

I am actually not a big fan of domains anymore but I think a extremely marquee one like Ring.com was worth stretching the budget for.